Look for a new string of print, outdoor and online ads for
Mango in February 2008.
The Spanish fast fashion retailer will launch its first-ever US campaign this coming February. The creative will feature actress Penélope Cruz, who will continue to be the face of Mango for the spring and summer 2008 seasons. Check out the shots at right (click to enlarge). (In other Cruz news, the actress is currently working "Los Abrazos Rotos," or "Broken Hugs" in English, a new film with her director pal, Pedro Almodóvar, that is due out in 2008.)
The campaign, per Optimedia, New York, follows the launch of the brand's U.S. flagship store in Soho in late November, which brings their stateside store total to 11. The brand plans to open an additional 5-7 doors next year.
"We want to take as much advantage as possible of having Penélope as our brand image for this spring campaign as she represents the Mango style at its top level," Judith Rius, Mango's advertising director, told me recently, adding that the campaign was shot by photo duo Mert Alas and Marcus Piggott. Spend on the campaign was not available.
Cruz has gone deep with the brand recently, launching her own collection (designed by the actress in tandem with her sister, Mónica) at Mango in September.
The opening of the flagship store, as well as the plans to roll out a much more aggressive advertising campaign in the U.S. market, reflect the brand's growing investment overseas.
"From now on we are going to invest more in the U.S., and that starts with our new flagship in New York," Rius said. "We are really at the beginning in this country. We have over 200 stores in Spain, and only 11 in the United states so we have a lot more room to grow."